AtTask, a Utah-based work management SaaS company, came to BlackWing with an exciting and urgent challenge: it was time to reinvent their outward facing brand. The AtTask name and marketing materials no longer reflected the company’s growing scope and value. BlackWing created a bold new creative platform, complete with visual identity, positioning, messaging, brand materials, an awareness campaign, all under the new name of Workfront.

Listen to the lion.

The new identity and brand campaign centered around a powerful icon — the lion. The lion connotes strength, energy, and leadership. For an awareness launch campaign, BlackWing used the lion with empowering headlines and portraits to convey a “can-do” aspirational attitude.